Steve Jobs: “Here’s to the crazy ones, the misfits, the rebels, the troublemakers, the round pegs in the square holes, the ones who see things differently. They’re not fond of rules; You can quote them, disagree with them, glorify or vilify them, but the only thing you can’t do is ignore them because they change things”.
“They push the human race forward, and while some may see them as the crazy ones, we see genius, because the ones who are crazy enough to think that they can change the world, are the ones who do”.
The Launch of the Apple Computer
In 1984 Apple announced the launch of their computer during America’s Super Bowl football championships.
The commercial was inspired by George Orwell’s famous best-selling novel ‘Nineteen Eight-Four’ that described a dystopian future world ruled by a televised “Big Brother”.
After only one TV flighting, the commercial caused a sensational reaction to become the most analyzed and discussed commercial in the history of advertising communication.
Often described as the best commercial of the Twentieth Century, it notably revealed no details about the product itself, nor was it shown. Many industry commentators believed that was because the commercial was meant as a critique and challenge to the all-mighy, ‘Big Brother’ dominance of the IBM company at the time.
The truth however, is that Apple wanted to focus on the reason for launching their Macintosh computer. It was conceived to serve as an empowering tool for combating conformity and asserting originality.
1. Apple Computers, 1984
Advertising Agency: Chiat/Day, Venice, California, USA
Directed by Ridley Scott and filmed in London it features British athlete Anya Major as the unnamed heroine.
It won a Cannes Grand Prix in 1984 and many accolades followed including being added to the Clio Award’s Hall of Fame in 1995.
Since 1984, outstanding product innovation, brand diversification, design aesthetics and advertising communications has been progressively consistent and seen Apple become the most valuable brand in the world today.
Moreover, they are the first technological company to experience a higher degree of brand kinship with women than men.
It is probably not surprising therefore, that they choose women as their primary target market to launch their Apple HomePod.
2. Apple HomePod, Welcome Home
Advertising Agency: TBWA\Media Arts Lab, USA.
Directed by Oscar award winner Spike Jonze this engaging short film stars British musician and dancer FKA Twigs. The commercial rapidly dominated social media channels and 5 million YouTube downloads were recorded in the first week of its release.
The ‘Welcome Home’ campaign has won numerous industry awards, the latest being a Cannes Grand Prix, plus two Gold Lions, two Silver Lions and a Bronze Lion.
3. Apple HomePod, The Making of Welcome Home
Directed by Danilo Parra, this is a fascinating story of how the commercial was meticulously planned, choreographed, the amazing sets and lighting effects were designed and the music effectively integrated.
The ‘behind-the-scenes’ look at all the creative disciplines involved in the production of the successful end product is over 6 minutes long, but makes for very rewarding viewing.
4. Apple iPhone and iPad Apps, Apocalypse
Advertising Agency: TBWA\Media Arts Lab, Los Angeles, USA
Directed by Tom Kuntz, renowned for his expertise in filming comedy, the commercial was launched at the Worldwide Developers Conference in 2017.
The story is a tongue-in-cheek exaggeration of the chaos that would follow if people suddenly lost all their Apps. The concluding message by Apple is a plea to developers to keep inventing Apps as the world depends on them.
Reactions to the commercial have however, been controversial. Many industry commentators believe it is a brilliant and amusing reminder of the beneficial role Apps play in the advancement of our daily lives.
Others are of the opinion that Apple has merely highlighted how absurd and vulnerable our digital world has become with our reliance on Smartphones and Apps. My view is that there is strong element of truth to both arguments.
5. Apple, Frankie’s Holiday
Advertising Agengy: TBWA\Media Arts Lab, Los Angeles, USA
Lance Accord’s directional skill brings this unusual Festive Season story to filmic life with remarkable emotive depth.
The commercial is a metaphoric take on author Mary Shelley’s iconic Frankenstein aberration played here by actor Brad Garrett. I love the detail of Mary Shelley’s portrait hanging on the wall of Frankenstein’s mountain cabin.
Frankenstien’s heart-warming attempt to find some social interaction solace resonated with millions of viewers and received wide coverage on all major TV News Channels.
6. Apple iPhone 7 Plus, Barbers
Production Company: Furlined. USA
This charming story about a small barber shop in New Orleans and the iPhone Plus 7’s camera Portrait Mode, was Directed by Dougal Wilson.
The soundtrack features William Onyeabor’s ‘Fantastic Man’.
The commercial received an Art Directors Club New York (ADC) Gold Cube, a Black Cube for Best in Show, plus a Gold Cube for Best in Motion and Film Craft.
7. Apple, Design Attentions
Video: From Apple’s Website
This skillfully crafted video reveals Apple’s design philosophy and creative disciplines that make up the brand’s DNA and the inspirational driving force behind their successful endeavours.